BroderBros. Expert Says Color is Focus in an Unforgiving Economy

Trevose, Pennsylvania-based BroderBros. announced innovation and major style trends are likely to take a backseat to value-based, quality brands, as the summer selling season approaches.

“There is no doubt that budget issues will play a greater role in this summer’s promotional campaigns,” noted Andrea Engel, vice president of merchandising for BroderBros. “This is not a year for big innovation. Rather, it is a time to offer creative suggestions that will help clients differentiate themselves and show value.”

On the horizon Engel noted she believes there will be a shift from dull, earthy tones to bright neon colors. “Color is something that will be very important this upcoming season. Not only will people look to bright, neon colors to cheer themselves up in this gloomy economy, but color costs very little and is a great way to update your promotion on a tight budget,” said Engel.

Engel also mentioned that eco-friendly apparel will continue to grow in popularity, noting that eco-friendly does not necessarily translate to higher costs. “There are still good values to be found in eco-wear.”

In terms of styling and silhouettes, Engel doesn’t see any dramatic changes coming. Instead, she sees a shift to value brands which offer a quality product that appeals to quality conscious consumers at a median price point.

“Since people make a choice to wear promotional apparel, it’s incumbent on marketers to ensure it is a choice they’ll want to make. Now is not the time to be penny wise and pound foolish; quality fashion-forward apparel will still outsell cheaper items because getting people to wear the items remains your ultimate goal.” Engel concluded.